30 Sep 2024 Short shelf life for Coke’s latest ‘permanent’ flavour

The Coca-Cola Company plans to discontinue Coca-Cola Spiced which it rolled onto store shelves just six months ago…..

Product innovation in the FMCG world can be a tough business, with many industry reports stating that only about 10% of new product launches make into year two post launch.

The news is especially noteworthy as, in February, Coke held a splashy launch for the product, declaring it to the first new permanent flavour added to its North American portfolio in over three years.

Despite the name, Coca-Cola Spiced was not a spicy drink. Instead, it offered a burst of raspberry flavours with spices. It’s unclear if the product’s name led audiences to believe the taste was something more heated.

“Coca-Cola Spiced is not spicy but is our boldest tasting brand innovation yet,” the company said at launch.

Aimed at a Generation Z audience, Coca-Cola Spiced opted for a raspberry flavour based on data from the Coke Freestyle drink machines. In 2022, that flavor was selected more than five million times by customers.

Coca-Cola didn’t provide a specific reason for axing Spiced, although lack of awareness of the new offering and confusion about the flavour probably contributed to lacklustre sales.

“We’re always looking at what our consumers like and adjusting our range of products,” a Coca-Cola spokesperson told Fortune. “As part of this strategy, we’re planning to phase out Coca-Cola Spiced to introduce an exciting new flavour in 2025.”

Source: Coca-Cola